5 branding lessons from Coca-Cola Journey’s second anniversary
The brand’s ‘death to the corporate’ website mission gives PR and marketing pros several things to consider.
Coca-Cola Journey—the brand’s effort to break away from a static corporate website and flat press releases—celebrated its second anniversary Wednesday.
Coke’s PR team has learned many lessons over the two years of Coke Journey’s online life. Here are the top five, direct from Journey’s senior editor, Jay Moye.
1. Content is king, but only if you give it the throne.
The website is the responsibility of the company’s digital communications and social media team, which includes six full-time content creators. Two are dedicated to Journey’s editorial content and publishing.
“We really feel like it’s not just the responsibility of our advertising colleagues to produce great content,” Moye says. “It’s up to us, too.”
Since its launch, Coke Journey has published more than 2,000 stories and more than 10,000 videos. Though most of the content is branded, the team also realizes the value of other worthy content. As Moye explains:
About a third of what we publish does not have an explicit connection to Coca-Cola. Coca-Cola is not in the headline. And the strategy there is, really, it’s about authenticity and credibility. We want to be seen as a credible resource for fun, smart content.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
